Breaking through the noise on Twitter requires a well-defined brand voice and a clear content strategy. Organizing your Twitter content around a set of pillars is a good way to consistently deliver on your brand promise and build a committed audience.
It can be easy to dilute your Twitter content strategy by chasing after the meme of the moment. Without a clear content focus that is directly aligned with your business goals, you may find it difficult to maintain a consistent message.
What are content pillars
Also referred to as content “buckets” or themes, content pillars are the groupings that define the type of content you’ll share as part of your Twitter content plan. Each of your content pillars should support one of your business goals. Ask yourself these two questions:
- What conversation are we going to own?
- What topics will we cover?
This will help you break through the noise and command an appropriate conversation for your audience.
For example, the Content Marketing Institute wants to own the conversation around content marketing. Their Twitter content pillars are education, inspiration, and community. You probably won't find any Tweets about the latest Game of Thrones episode (unless there is a content marketing tie of course).